This 5-member group project focused on improving the communication of voting processes, prompted by evidence of complexity and confusion among voters. The design solution seeks to enhance the local voting experience by unifying the branding and simplifying voting information across multiple channels.
Type Academic, User Experience Strategy
Brand NZ Electoral Commission
Role Project Management, Strategist, brand guide, poster co-designer
Skills Photoshop, Illustrator, Figma, Miro, Canva, Research, Affinity mapping, Brand guide
Problem
In Aotearoa New Zealand, the majority of eligible voters In local elections tend to not partake which causes a low voter turnout. The voting process is overly complex and differs from city to city, which causes confusion for citizens who move to new cities.
Research & Insights
Semi-structured interviews were conducted with Wellington voters to explore their experiences with the local election process. Participants expressed the need for clearer, more accessible information and a stronger connection to the election.
Concept
The "Orange Guy," widely recognised from general elections, was introduced into local elections to create familiarity.
Simplified messaging and well-designed infographics were used to improve understanding and voter engagement.
Usability Test
A usability test was conducted using a prototype infographic that illustrated the voting process. The "Orange Guy" was used to highlight key election information. Participants were tasked with finding:
Feedback was collected on their experience finding the information, thoughts on the design, and reactions to the inclusion of the "Orange Guy."
Usability Test Insights
Participants supported the use of the "Orange Guy," simplified infographics, and key visual elements. These features were found to enhance clarity and increase voter engagement.
Strategy
To ensure consistency and emphasise the importance of local elections, the Electoral Commission proposed a centralised, adaptable brand system for local election zones. This brand system would be demonstrated through simplified infographics and enhanced collateral, displayed across both physical and digital platforms.
The introduction of the "Orange Guy" into local elections capitalises on its strong association with voting in New Zealand, while clear, well-designed infographics simplify complex information for better public understanding.
User Flow
The user flow outlines potential touchpoints, from physical posters and digital platforms to completing the voting process.
Brand Guide
The brand guide was designed to ensure local councils could easily adopt and customise the guidelines to reflect their local style, helping voters feel more connected to elections across different zones.
Poster
Visual guidelines with succinct information and directions of the voting process. Step-by-step guided process seamlessly connect online and offline interaction using basic QR code.
The tagline "Decide who will speak for you!” encourages voters to make a choice in order to make difference.
Colour schemes allow councils to align the infographic content with their branding and identity.
Mobile version
Scanning the QR code on the printed poster links to the scrollable and interactive mobile version that guides voters through completing the voting process.
Voting location map
The improved map addressed the confusion about interaction and icons.
Instagram
The voting process was also promoted on Instagram, reaching social media users and highlighting key dates and essential information.
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